International Marketing: Samsung's Market Entry and Brand Marketing Strategies in USA and Thailand

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
SECTION A.....................................................................................................................................1
Market entry strategy of the Samsung in USA and Thailand ................................................1
Market segment strategy in USA and Thailand.....................................................................2
Brand Marketing in two countries. ........................................................................................4
Value chain framework adopted by Samsung........................................................................5
The key challenges faced by Samsung in these two countries..............................................6
Marketing mix used by Samsung ..........................................................................................7
SECTION B ....................................................................................................................................7
Strategies used by Samsung for global standardization.........................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Appendix .......................................................................................................................................12

INTRODUCTION
Marketing in simpler term can be described as the way of understanding and identifying
the need and demand of consumer and creating the goods and services that can satisfy them. But
marketing does not only end there; it also includes pricing, promoting and delivering those
goods and services. For current report, Samsung group has been taken into consideration. This
firm is working in conglomerate industry. In current time, it has become one of the leading firm
in electronics and its world’s 2nd largest information technology firm. Here, in particular the
report will talk about Samsung tab S3 as the company has grabbed the second place in the world
tablet market share by covering 13.7% in the year 2015. Apple was ahead of the firm by only
10%. The firm is growing at a fast rate; America, Europe and Asia-Pacific are its leading
revenue generator area. Alone America accounts for 47.7% of total market value in the year
2010. However, the firm has adopted demographic segmentation in their strategy as they try to
target people of different age or income classes so that they can provide the best product to all
age and class. The company is selling their product all over the world and is growing at very fast
rate. In the given report, it will discuss the marketing environment of two host countries in which
firm is operating and will provide with different strategies that can help in the growth of the
firm.
SECTION A
In this report, Samsung Galaxy Tab S3 has been taken into account. With the increasing
in the production and sale of the tablet, it has been acquiring the place of smartphone (Appendix
illustration 6). The marketing situation of this product in USA and Thailand will be studied in
detail.
Market entry strategy of the Samsung in USA and Thailand
Samsung is one of the leading brand of smartphones in America and Thailand. In order to
enter the market and establishing their firm in this nation, it is necessary of the firm to select the
best method that can provide them with maximum profit (Hadjikhani, Lee, and Park, 2016).
There are many ways through which an entity can enter the market of its host country such as
licensing, franchise, joint venture, strategic alliance etc. However, joint venture is one of the
major mode on which the cited firm relied so that it can enter new market. The firm as adopted
this mode of entry to enter the market of America. Joint venture can be described as the jointly
owned firm under two independent firm owners (Lee, 2014). This helps firm in reducing the
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high risk of instability and failure which come with entering in new market. By using the joint
venture with other companies, it helps them in overcoming restriction that come with ownership.
It also helps them in decreasing cultural distance by combining the resources of both companies.
This provides Samsung a chance and potential to learn about their host country and people also
view them as insider. The tactics of joint venture is not only used at the time of entry but also at
other times which help them in expanding their business. For example, in the latest time,
Samsung has created a joint venture with Venezuela's government which will bring many
benefits toward the firm. This type of entry not only reduces the risk but also requires less
investment (Ying, 2016). It's not the only method that firm has adopted, the choice of method
relies on the host country and the environment. In order to enter the market of Thailand, the firm
had decided to adopt strategic alliance as their way to enter the market. In this type of
management strategy, both the companies are mutually benefited (Jensen, 2017). With the help
of strategic alliance, the firm has formed various partnership with many leading companies
outside South Korea. The main reason for selecting this strategy was that it provides the
organisation with immediate entry in the market of Thailand and also reduces the risk to half.
With the help of the given strategy, the firm was able to find stability in this market at very fast
rate.
The major reason for selecting the joint venture as the mode of entry in American market
was that the risk was very high in this market with the increasing popularity of Apple and other
already established companies. By choosing this strategy and dividing the risk with other parties,
it increases its own survival chances. The major difference between these two is that while in
joint venture a whole new company is formed under two firms, strategic alliance is a legal
agreement where two companies share access to each other’s assets, trademark, technology etc
(Park, Yoon and Kim 2013). The reason for selecting the strategic alliance to enter the market of
Thailand was because it provides the firm with immediate entry in this new market.
Market segment strategy in USA and Thailand
Market segmentation can be defined as the way through which the firm divides or groups
their customer on the basis of the needs, interest and attitude. The cited firm mainly focuses on
the lifestyle and demographic variable while they are segmenting their market. But with time, it's
focusing more on changing lifestyle of the people and younger generation so that it can cater the
need of this ever-changing market. The wide range of the products is one of the major reason for
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